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How Canva Teams' 7-Step Cancellation Flow Uses Price Anchoring and Usage Data to Prevent Churn

Design platform · SaaS / PLG / Prosumer · 7-step cancellation flow

Canva runs one of the longest cancellation flows we've documented. 7 screens, personalized feature usage counts, a grandfathered pricing reveal, a pause offer, and a post-cancel feedback form. Every screen adds a new reason to stay.

Loss AversionAnchoringSunk CostChoice ArchitectureEndowment Effect

Questions Asked

Two rounds. First an exit survey with 7 predefined reasons (too expensive, team wants a break, don't use features, etc.) before they show you any retention offers. Then a post-cancellation open text field asking for the main reason. They collect structured data on the way out and qualitative data after.

Retention Offers

Three layers deep. The exit survey screen adapts based on your reason (if you pick "too expensive" they show the price lock). Then personalized usage data with exact numbers. Then a 3-month pause at no charge. Each offer targets a different objection.

Overall Pattern

7 screens from start to finish. Billing page, dropdown menu, exit survey, personalized usage + price anchoring, pause offer, post-cancel feedback form, and a final state with a "Stay on Canva Teams" button. The longest flow we've seen. Each screen introduces a new psychological lever.

Step-by-Step: What Happens When You Cancel Canva Teams

Canva Teams billing and plans page showing subscription details and change plan button
Step 1 of 7

Canva Teams Billing Page: Where the Cancel Journey Starts

The billing page for "Equipo de Daniela Gomez." Canva Teams card with a crown icon, next bill date (September 15, 2024), $182,900 COP/year, MasterCard ending in 4911. Two actions: a "Change plan" button and a three-dot overflow menu. The cancel option is hidden inside that overflow menu, not on the main page.

What it showsCanva Teams subscription card with crown icon, billing date, annual price in COP, payment method. "Change plan" button and three-dot overflow menu. Team billing fields below (company name, address, contacts).
Principles
Choice Architecture
Why it worksCancel isn't a button on the main page. It's buried in a three-dot menu alongside "Switch to Canva Pro," "Manage members," and "Update payment method." The primary action is "Change plan" which pushes toward a plan switch rather than a cancellation. You have to actively look for the cancel option.
Canva Teams three-dot overflow menu showing cancel plan option alongside other account management options
Step 2 of 7

The Three-Dot Menu: Cancel Sits Alongside Plan Switch and Member Management

Click the three dots and a dropdown appears with 4 options: Switch to Canva Pro, Cancel plan, Manage members (5), and Update payment method. Cancel is the second item, not buried at the bottom, but surrounded by alternatives. The "Switch to Canva Pro" option at the top is a nudge toward downgrading instead of canceling entirely.

What it showsFour dropdown options: Switch to Canva Pro, Cancel plan, Manage members (5), Update payment method. Each with an icon.
Why it worksGiving people multiple actions in one menu reframes the moment. You came here to cancel but now you're seeing that you could also switch plans, manage your team size, or just update your payment method. The brain starts evaluating options instead of executing a decision it already made.
Canva Teams exit survey with 7 cancellation reasons and loss aversion warning about premium content
Step 3 of 7

Canva's Exit Survey: "Why Do You Want to Cancel?" with 7 Reasons

A modal appears with a yellow warning banner at the top: "You'll lose free access to the 100 million+ premium photos, videos and elements included with Canva Teams." Then the survey: "Why do you want to cancel?" with 7 radio options. In this case "It's too expensive" is selected. At the bottom, "Keep Canva Teams" (white button with crown emoji) and "Continue cancellation" (purple button). The right side of the modal shows a lifestyle photo comparing Canva Free vs Canva Teams.

Questions asked7 radio options: I want to change billing frequency, it's too expensive, team doesn't use all features, team doesn't use Canva often enough, team wants a break, I only need premium for myself, team having technical issues
Principles
Loss AversionChoice Architecture
Why it worksThe warning banner hits first, before you even read the question. 100 million+ premium assets is a big number designed to make the loss feel massive. Then the survey does something smart: each reason maps to a different retention response. "Too expensive" triggers the price anchor on the next screen. "Team wants a break" maps to the pause offer later. They're routing you toward the right save offer based on your own words.
Canva Teams cancellation screen showing grandfathered pricing and personalized feature usage counts
Step 4 of 7

"Are You Sure?" Price Anchoring with Personalized Usage Data

This screen does two things at once. First, a banner: "You currently pay $182,900 COP/year but our prices have increased to $900,000 COP/year." That's a 5x price difference. You're on a grandfathered rate and they want you to feel it. Second, "Your team will lose these features they put to good use!" with ranked numbers: Premium elements (1,005 uses), Brand Kit (382 uses), Background Remover (258 uses). Real numbers from your account. "Keep Canva Teams" and "Continue cancellation" buttons.

What it showsPrice comparison banner ($182,900 vs $900,000 COP/year), ranked feature usage: Premium elements 1,005, Brand Kit 382, Background Remover 258. "Keep Canva Teams" (white + crown) and "Continue cancellation" (purple)
Principles
AnchoringSunk CostLoss Aversion
Why it worksThe price anchor is devastating. You pay $182,900 but the current price is $900,000. If you cancel and come back, you'll pay nearly 5x more. That alone would stop a lot of people. Then the usage data makes it personal. 1,005 premium elements isn't abstract. That's your team's actual work. Brand Kit at 382 means your brand assets are deeply embedded. These numbers turn "cancel my subscription" into "erase 1,005 pieces of content my team created."
Canva Teams pause subscription offer for 3 months with specific dates and data preservation note
Step 5 of 7

Canva's Pause Offer: 3 Months Free with Data Preserved

"Pause your subscription." Your subscription would pause on September 15, 2024 and restart on December 15, 2024. No charges for 3 months, and they'll remind you before the renewal date. Two buttons: "Pause for 3 months" (white/neutral) and "Cancel subscription" (red). At the bottom, a reassuring note: "If you pause or cancel, your designs and Brand Kit preferences will be saved." They want you to know nothing gets deleted.

Offers3-month pause at no charge (Sept 15 to Dec 15, 2024). Designs and Brand Kit preserved. Reminder before renewal. "Pause for 3 months" (white button) vs "Cancel subscription" (red button)
Principles
Endowment EffectChoice Architecture
Why it worksAfter seeing that you'd lose 1,005 premium elements and pay 5x more if you come back, a 3-month free pause feels like a relief. The specific dates (Sept 15 to Dec 15) make it feel concrete and temporary. The data preservation note removes the fear of losing your work. And "Cancel subscription" being red while "Pause" is neutral steers you toward pausing without it feeling manipulative.
Canva Teams post-cancellation feedback form asking for main cancellation reason
Step 6 of 7

Post-Cancellation Feedback: "We're Sad to See You Go"

If you push through everything, the cancellation goes through. A confirmation note says your Canva Teams access continues until September 15, 2024. Then: "We're sad to see you go" with an open text field asking "What was the main reason you decided to cancel your Canva Teams subscription?" A purple "Submit" button. On the right, a photo of a person (presumably a Canva team member) which adds a human touch to the goodbye.

Questions askedOpen text field: "What was the main reason you decided to cancel your Canva Teams subscription?" Placeholder: "Share your feedback or feature suggestions." This is the second round of data collection after the pre-cancel survey.
Why it worksThe timing is everything. After cancellation, you've made your decision and there's no pressure to stay. People tend to be more honest when they're not being sold to. The open text format captures nuance that radio buttons miss. And the human photo on the right makes it feel like you're writing to a person, not filling out a form. This is where they collect their best qualitative feedback.
Canva Teams post-cancellation billing page showing stay on Canva Teams button and access end date
Step 7 of 7

Post-Cancel State: "Stay on Canva Teams" Persists on the Billing Page

Back to the billing page but now the card has changed. "You will lose access to Canva Teams on September 15, 2024." A "Stay on Canva Teams" button replaces "Change plan." The three-dot menu is still there. The crown icon remains. Everything about this state says: you can still come back. One click and you're resubscribed.

What it showsUpdated subscription card: "You will lose access to Canva Teams on September 15, 2024." "Stay on Canva Teams" button (full width), three-dot overflow menu still available.
Principles
Endowment Effect
Why it worksLike MKT1's renew button, this turns the billing page into a passive reactivation touchpoint. But Canva goes further: the language says "Stay on Canva Teams" not "Resubscribe" or "Renew." "Stay" implies you haven't fully left yet. You're in limbo, and the door is wide open.

Retention Tactics and Psychology in Canva's Cancel Flow

?What Questions Does Canva Ask When You Cancel?

  • Pre-cancel exit survey with 7 radio options: billing frequency, too expensive, team doesn't use features, team doesn't use often enough, team wants a break, only need premium for myself, and technical issues
  • Each survey answer maps to a different retention response. "Too expensive" triggers the price anchoring screen. "Wants a break" maps to the pause offer. The survey is functional, not just data collection
  • Post-cancel open text field: "What was the main reason you decided to cancel?" Placeholder says "Share your feedback or feature suggestions." This captures the real story after the decision is final
  • Two data collection moments at different emotional states. The pre-cancel survey catches the rationalized reason. The post-cancel open field catches the honest one. Together they give Canva a much richer picture than a single exit survey

$What Retention Offers Does Canva Give You?

  • Grandfathered price reveal: "You pay $182,900 but prices increased to $900,000." This isn't a discount offer exactly, it's a frame that makes your current price feel like a deal you can't get back
  • Personalized usage data: 1,005 premium elements, 382 Brand Kit uses, 258 Background Remover uses. Not a discount, but a reminder of the value you've already extracted
  • 3-month free pause: No charges, designs and Brand Kit preserved, reminder before renewal. Targets people who are leaving temporarily, not permanently
  • Post-cancel reactivation: "Stay on Canva Teams" button stays visible on the billing page until your access expires. One-click resubscription
  • Downgrade path: "Switch to Canva Pro" is available in the initial dropdown. For teams that are too big for Teams pricing but still want premium features

🧠Psychological Principles Behind Canva's Retention Strategy

Loss Aversion

Two layers. First, the generic warning about losing access to 100 million+ premium assets. Then the personalized version: 1,005 premium elements your team actually used, 382 Brand Kit items, 258 Background Remover uses. The generic version sets the frame, the personalized version makes it sting.

Anchoring

The price anchor is the most aggressive we've seen. $182,900 vs $900,000 COP/year. That's a 5x difference. Your current rate is essentially a grandfathered deal you can never get back. This single data point probably saves more subscriptions than everything else in the flow combined.

Sunk Cost

1,005 premium elements. 382 Brand Kit items. These numbers represent time and creative investment. The ranked list format (1, 2, 3 with counts) makes it feel like a leaderboard of things your team built. Canceling means walking away from all of that usage history.

Choice Architecture

The cancel option requires navigating a 7-step flow with multiple decision points. At each step there are two buttons and the "stay" option always looks safer. Purple or white for stay, red for cancel. Crown emoji on the keep button. The architecture is heavily weighted toward retention at every single step.

Endowment Effect

The pause offer and the post-cancel "Stay on Canva Teams" button both leverage endowment. During pause, you keep your designs and Brand Kit. After cancel, the button says "Stay" not "Resubscribe." The language treats you as still belonging, even after you've left.

Frequently Asked Questions About Canceling Canva Teams

Go to Billing & plans in your team settings, click the three-dot menu on your subscription card, and select "Cancel plan." You'll go through a multi-step flow: an exit survey, personalized usage data with a price comparison, a pause offer, and then the actual cancellation. After canceling, you'll be asked for feedback.

Not a direct discount. Instead, Canva shows you that your current price ($182,900 COP/year in this case) is grandfathered, while new pricing is $900,000 COP/year. The message is: if you cancel now, you'll never get this rate back. They also offer a free 3-month pause.

Yes. During the cancellation flow, Canva offers a 3-month pause at no charge. Your designs and Brand Kit preferences are preserved during the pause, and they'll remind you before the subscription restarts.

Two rounds. First, a 7-option exit survey before cancellation (billing frequency, price, feature usage, team usage, break, personal needs, technical issues). Then after cancellation, an open text field asking for the main reason. The first collects structured data, the second collects honest qualitative feedback.

Canva shows you personalized data: how many premium elements your team used, Brand Kit uses, and Background Remover uses. You also lose access to 100 million+ premium photos, videos, and elements. Your designs and Brand Kit preferences are saved even after cancellation.

Yes. In the three-dot dropdown menu where you find the cancel option, "Switch to Canva Pro" is the first item. This lets teams that don't need the team features downgrade to an individual premium plan instead of canceling entirely.

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